This residential project in Mumbai by Agami Realty is located right opposite the iconic MIG Cricket Club. When the brief came to Truetype, the idea was clear: To team up cricket and real estate together. The question was how.
Divided into two phases, the launch and the pre-launch, the team built on a foundation and raised it to a concrete structure, quite literally. It began with a name. We landed on ‘Pavilion’ for the property’s proximity to the Club, and like every real estate project needs a codename before the launch, ours was ‘Legends’, which is the core idea for all the campaigns—to coalesce the sport with the residences and lifestyle.
For the pre-launch campaign, the concept was ‘Where Greats Become Legends’, which explains the sense of place, a ground, a home where the achievers turn into legends. The launch phase came through with a conclusion, a back-to-the-pavilion feeling with ‘Where Legends Come Home’
In both phases, keywords that define a game of cricket and the personality of a legend were used to draw parallels between the sport and the homes, along with the lifestyle they offer.
Attributes like Strategy, Style, All-rounder, and Icon, which make a cricketing legend, also make Agami Realty’s Pavilion project a symbol of excellence with strategic spatial planning, stylish amenities, centralised location, and a historic neighbourhood.
The idea was translated to print brochures, site branding, print and digital ads, a film, and more collateral.
